Parks Associates research study, Smart, Safe, and Secure Apartment Living, quantifies the investment opportunity for security solutions in MDU properties

A new study from Parks Associates, Smart, Safe, and Secure Apartment Living, reveals approximately half of apartment residents report that they are worried about community safety and show interest in smart amenities when searching for a new home. The research is focused on renter demand for smart, safe, and secure living solutions and the impact of investments into resident-facing apps and app functions, property access control, security cameras and smart security solutions, and smart door locks for residential units. 

“Net promoter scores (NPS) are a measure of customer satisfaction and willingness to recommend a product or service. Negative NPS indicates that more customers are unhappy than happy. Apartment renters, on the whole, give their communities an NPS of -25,” said Kristen Hanich, Research Director, Parks Associates, and author of the study.

“There is much that apartment owners and operators can do to boost resident satisfaction, including improving their amenities and community safety,” Hanich said. “Good insulation and soundproofing remain the gold standard in terms of what prospective residents are looking for in their next home; however, the next three top amenities all relate to security, including both property security and in-unit security.”

Parks Associates will share more on this topic at the third annual Smart Spaces: Apartments, Hospitality, and Community Living, a two-day executive conference hosted September 16-17 at the HALL Arts Hotel in Dallas, Texas. The event brings together property owners, building managers, and technology leaders to discuss tech innovations in the multidwelling and hospitality environments. Sponsors include ADT Multifamily, Cox Communities, Nice, Vantiva, SmartRent, Kwikset, ROCiQ, SkyBell, LiftMaster, Rently, Calix, 3dEYE, Cambium Networks, Eleven Software, Groove Technology Solutions, Johnson Controls, Nomadix, Dormakaba, and Zentra Access.

Research from the latest study will be featured during the event, with a special focus on connectivity and amenity services. Study highlights include:  

  • 13% of apartment residents live in an apartment with an in-unit smart amenity package.
  • Property-provided smart home and security packages represent an estimated $8.5 billion market in the multifamily market.
  • Apartment renters are generally dissatisfied with their units and complexes, with an NPS of -25 for apartments, while condo owners report an NPS of 12.
  • Nearly half of renters are interested in receiving smart home and security features from their landlord or a future HOA.

"Properties are investing in new technologies to add and improve security measures,” Hanich said. “AI security cameras, access control solutions with mobile credentialing, and video intercoms at gates all improve resident safety and convenience. Smart property and smart security solutions stand to substantially boost property NOI. Targeted deployments to the demographics most interested in tech will offer the highest returns.”

Smart, Safe, and Secure Apartment Living, a study of 8,000 US internet households, examines renter demand for smart, safe, and secure living solutions and measures the actual impact to renter decision making. It identifies the impact of investments into resident-facing apps and app functions, property access control, security cameras and smart security solutions, and smart door locks for residential units, comparing them against more traditional amenities. 

Parks Associates is tracking innovative tech and the properties investing in them. The research firm will present the winners of the 2025 Property Innovation Awards, sponsored by LiftMaster, during Smart Spaces.

To schedule an interview with an analyst or to request data, contact Mindi Sue Sternblitz-Rubenstein, 972-490-1113.

About Parks Associates

Parks Associates is a global research, consulting, and marketing firm with 40 years of experience delivering proprietary consumer data and industry insights for businesses. The firm produces market research reports, forecasts, surveys, and competitive business intelligence on connected consumer, small business, and commercial technologies and related business solutions. A woman-owned and woman-led company, Parks Associates is a trusted partner and advisor to executives, providing custom research, strategic consulting, and forward-looking analysis across smart home, small business, and commercial markets, including security, broadband, entertainment, energy, multifamily, smart buildings, connected health, and emerging AI-driven technologies.

Parks Associates supports industry growth through proprietary research, consulting, and executive networking and convenes thousands of leaders each year through its flagship conferences, including CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video. Learn more at https://www.parksassociates.com.

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